Systems and methods for coordinating interactive and passive advertisement and merchandising opportunities

ABSTRACT

Systems and methods for providing enhanced advertising and merchandising opportunities are described. Advertisements may be provided for passive programming such as television programs, commercials, pay-per-view programs, passive video products, or other suitable passive programming. Interactive advertisements may be provided in interactive applications such as interactive television program guides, web browsers, home shopping applications, operating systems, or other suitable interactive applications.

This application claims the benefit of U.S. provisional patentapplication No. 60/170,060, filed Dec. 10, 1999.

BACKGROUND OF THE INVENTION

This invention relates to passive and interactive advertising andmerchandising systems and methods and, more particularly, televisionproducts for performing the same.

Cable, satellite, and broadcast television systems provide viewers witha large number of television channels. Viewers have traditionallyconsulted printed television program schedules to determine the programsbeing broadcast at a particular time. More recently, passive andinteractive electronic television program guides have been developedthat allow television program information to be displayed on a viewer'stelevision. Promotional channels such as barker channels have also beendeveloped that advertise various premium channel and pay-per-viewpromotions.

Passive electronic television program guides typically provide ascrolling or paging list of program listings on a dedicated televisionchannel. The TV Guide Channel is a passive program guide in whichviewers are presented with promotional videos or trailers in one portionof the screen and program listings in another.

Interactive television program guides are typically implemented onset-top boxes and allow users to navigate through television programlistings using a remote control. In a typical program guide, variousgroups of television program listings are displayed in predefined oruser-selected categories. Program listings are typically displayed in agrid or table. Some interactive guides are client-server based and someothers are on-line. In client-server based guides, program guide data istypically provided to the set-top in response to requests from the guidethat are processed by a server at a cable system head-end. In on-lineguides, users may access a web site with their Personal computer orInternet enabled set-top box to obtain program listings and otherprogram related information.

Another type of program guide is the hybrid passive/interactivetelevision program guide. A hybrid guide may be based on a passive guidechannel containing a listings portion over which an interactive guideportion has been overlaid.

As suggested above, barker channels are typically promotional channelsthat display full screen promotions of pay-per-view programs. A barkerchannel may overlay price, ordering, event code, and time informationover such promotions and even instruct the user on how to order thepromoted pay-per-view program.

Such systems have been limited in their abilities to integratesponsorship, advertising, and merchandising opportunities among passivevideo products such as barker channels, passive guides, and interactiveguides.

It is therefore an object of the present invention to provide enhancedadvertising and merchandising opportunities within passive andinteractive programming and applications such as, for example, programguides.

SUMMARY OF THE INVENTION

This and other objects of the present invention are accomplished inaccordance with the principles of the present invention by providingsystems and methods in which passive programming, such as, for example,television programming, pay-per-view programming, commercials, one ormore passive video products (e.g., barker channels, passive programguides, or other video products), or any other suitable passive program,and an interactive television program guide, or other interactivesoftware, are provided. The interactive guide, or other interactivesoftware (e.g., a web browser, operating system software, home shoppingapplication, or any other suitable type of software any of which maysometimes be referred to herein as “interactive applications”), mayintegrate interactive program sponsorship, advertising, merchandisingopportunities, or any suitable combination thereof, with the videocontent of the passive programming. Some features of such a system aredescribed, for example, in Reichardt et al. U.S. provisional patentapplication Ser. No. 60/170,060, filed Dec. 10, 1999, which is herebyincorporated by reference herein in its entirety.

In accordance with the present invention, a main facility (e.g., asatellite uplink facility) may provide data from a data source to anynumber of distribution facilities (e.g., cable system headends,broadcast distribution facilities, a satellite distribution facilities,or any other suitable distribution facilities). There may be multipledata sources, some of which may be located at different facilities,which provide data to the main facility for localization anddistribution. The data transmitted by the main facility to thedistribution facilities may include data suitable for the interactiveapplication. For example, the data may include television programmingdata (e.g., titles, channels, content information, rating information,advertising information, or any other information associated withtelevision programming), and may also include other data for additionalservices other than television program listings (e.g., weatherinformation, associated Internet web links, computer software, videoclips, non-television advertisements etc.). Any suitable combination ofprogramming data and other data may sometimes be referred to herein as“program guide data.”

The main facility may also provide one or more videos for passive videoproducts to the distribution facilities. The videos may be transmittedin real-time by the main facility to the distribution facilities forreal-time distribution to user television equipment of any number ofviewers. Alternatively, the main facility may transmit videos to thedistribution facilities where the videos may be stored. The distributionfacilities may later distribute the videos to the user televisionequipment of any number of viewers in real-time. This approach may bereferred to as a “store-and-forward” video distribution scheme. Ifdesired, a combination of the two approaches may be used. In stillanother suitable store-and-forward approach, passive guide videos may beprovided on storage media (e.g., laser disks, digital versatile discs(DVDs), etc.), that are provided to the distribution facilities via themail.

The distribution facilities may generate and distribute passive videoproduct display screens, such as passive electronic program guidedisplay screens or barker channel display screens, over dedicatedtelevision channels. Passive guide channel display screens may contain,for example, television programming data (e.g., program listings), otherdata, videos, or any suitable combination thereof.

The distribution facilities may distribute the program guide data foruse by an interactive program guide. The interactive program guide mayrun wholly on a user's television equipment or partially on thetelevision equipment and partially on a program guide server.

Program sponsorship and interactive advertising between one or morepassive video products, or other television programming, may beintegrated with interactive advertising within an interactiveapplication such as, for example, interactive television program guideor any other interactive software (e.g., a web browser, operating systemsoftware, or any other suitable type of software). The interactiveapplication may include, for example, one or more graphicadvertisements. The graphic advertisements may promote any suitableproduct or service, including, but not limited to, passive programming.When a promotion is aired on the passive video product or other type oftelevision channel, the system may display an interactive advertisementindicating the promotion and, if applicable, its sponsor. In response toa viewer selecting the interactive advertisement, the system may tunethe viewer's equipment to the passive video product or other channel.

In another aspect of the invention, passive video products or othertelevision programming may be branded (i.e., have an ad inserted from asource of products or services). In response to a viewer indicating adesire to access interactive content, the system may provide theinteractive content with an advertisement for the advertiser associatedwith the brand.

The interactive application may be programmed to display a linkedinteractive advertisement using any suitable synchronization approach.For example, in a timing-based synchronization approach, program guidedata may include a schedule (i.e., a timing synch) that indicates to theinteractive guide scheduled times for linked interactive advertisements.In another communications-based synchronization approach, a passivevideo product may include, for example, a flag in its header (e.g., inits vertical blanking interval (VBI)) that alerts the interactive guide(or other hardware or software running in the user's equipment) to findand retrieve interactive content for a particular advertiser. Ifdesired, this communications-based synchronization approach may becombined with the aforementioned timing-based synchronization approach.For example, interactive graphics may be downloaded to the interactiveguide at the same time (or substantially the same time) as thepromotions are provided to distribution facilities. These and otherapproaches may facilitate collection of advertisement revenues for timeblocks across multiple platforms. For example, time blocks may be soldfor time on two products—a passive video product and an interactiveprogram guide. As another example, time blocks may be sold for time on aregular television channel and an interactive program guide.

Conventional television programming or passive video product promotionsmay be combined with interactive impulse-purchase features. Thepurchasing features may be provided by an interactive guide, or may beprovided by non-program guide software. For example, a passive videoproduct segment, promotion, or conventional television program maypromote or otherwise include information about particular products orservices. When interactive content is available for a product orservice, an alert icon may be overlaid onto a video signal associatedwith the segment, promotion, or program to alert a user that interactivecontent is available.

When a user selects such an icon, a point-of-purchase window may bedisplayed in which purchase information for the product or service maybe displayed. When a user completes a purchase, a full-screen display ofthe passive video product or conventional program may be redisplayed.Alternatively, a user may be provided with an opportunity to order othermerchandise from, for example, a TV Guide Store.

Advertiser sponsorship may also be combined with interactiveimpulse-purchase fulfillment. When a conventional television or passivevideo product feature or segment is sponsored by a sponsor, an icon maybe overlaid on a viewed screen that alerts the user to additionalinformation concerning, for example, the subject of the feature orsegment. In response to a user selecting the icon, interactive content,such as, for example, a point-of-purchase window, may be displayed. Theproducts or services offered in the point-of-purchase window may be fromthe sponsor of the segment or feature, from a featured source, or fromany other source.

Further features of the invention, its nature and various advantageswill be more apparent from the accompanying drawings and the followingdetailed description of the preferred embodiments.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a schematic block diagram of an illustrative system inaccordance with one embodiment of the present invention.

FIGS. 2 a-2 e show illustrative arrangements for the interactiveapplication equipment of FIG. 1 in accordance with various embodimentsof the present invention.

FIG. 3 is an illustrative schematic block diagram of the user televisionequipment of FIGS. 2 a-2 d in accordance with one embodiment of thepresent invention.

FIG. 4 is a generalized schematic block diagram of portions of theillustrative user television equipment of FIG. 3 in accordance with oneembodiment of the present invention.

FIG. 5 is an illustrative interactive television program guide main menuscreen in accordance with one embodiment of the present invention.

FIG. 6 is an illustrative passive guide display screen in accordancewith one embodiment of the present invention.

FIG. 7 is an illustrative hybrid guide display screen in accordance withone embodiment of the present invention.

FIG. 8 is an illustrative information screen in accordance with oneembodiment of the present invention.

FIGS. 9 a-9 d show illustrative display screens for combining programsponsorship and interactive advertising in accordance with oneembodiment of the present invention.

FIGS. 10 a-10 f show illustrative display screens for combiningconventional television programming with interactive impulse-purchasefeatures in accordance with one embodiment of the present invention.

FIGS. 11 a-11 c show illustrative display screens for combiningadvertiser sponsorship with interactive impulse-purchase fulfillment inaccordance with one embodiment of the present invention.

FIG. 12 is a flowchart of illustrative steps involved in providingselectable options within interactive applications that allow users toaccess passive video products in accordance with one embodiment of thepresent invention.

FIG. 13 is an illustrative flowchart of steps involved in providingadvertisements for passive programming from interactive applications inaccordance with one embodiment of the present invention.

FIG. 14 is a flowchart of illustrative steps involved in providingadvertisements for advertisers during passive programming and fromwithin interactive applications in accordance with one embodiment of thepresent invention.

FIG. 15 is a flowchart of illustrative steps involved in providingadvertisements for advertisers within interactive applications based onbranded passive programming in accordance with one embodiment of thepresent invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

An illustrative system 10 in accordance with one embodiment of thepresent invention is shown in FIG. 1. For purposes of clarity, and notby way of limitation, system 10 is described herein as providing aninteractive television program guide. In practice, and as describedherein, system 10 may be any suitable system for providing passiveprogramming and interactive applications. For example, data sources 14may provide data for, for example, home shopping applications, operatingsystem software, or any other application.

As shown in FIG. 1, main facility 12 may provide program guide or otherapplication data from data source 14 within main facility 12 toapplication equipment 17 via communications link 18. There may bemultiple data sources 14 but only one has been shown to avoid overcomplicating FIG. 1. If desired, program guide data sources 14 may alsobe located at facilities separate from main facility 12, such as atlocal information services 15, and may provide data to main facility 12for localization and distribution. Data sources 14 may be any suitablecomputer or computer based system for obtaining data (e.g., manuallyfrom an operator, electronically via a computer network or otherconnection, or via storage media) and for putting the data intoelectronic form for distribution by main facility 12. Link 18 may be asatellite link, a telephone network link, a cable or fiber optic link, amicrowave link, an Internet link, a combination of such links, or anyother suitable communications link. If desired, one or more data sources14 may provide data for both a passive and an interactive guide.Alternatively, data may be provided by one or more separate data sources14 for each guide.

Local information service 15 may be any suitable facility for obtainingdata particular to a localized region and for providing the data to mainfacility 12 over communications link 41. Local information service 15may be, for example, a local weather station that measures weather data,a local newspaper that obtains local high school and college sportinginformation, or any other suitable provider of information. Localinformation service 15 may be a local business with a computer forproviding main facility 12 with, for example, local ski reports, fishingconditions, menus, etc., or any other suitable provider of information.Link 41 may be a satellite link, a telephone network link, a cable orfiber optic link, a microwave link, an Internet link, a combination ofsuch links, or any other suitable communications link.

The program guide data transmitted by main facility 12 to applicationequipment 17 may include television programming data (e.g., programidentifiers, times, channels, titles, and descriptions) and other datafor services other than television program listings (e.g., help text,pay-per-view information, weather information, sports information, musicchannel information, associated Internet web links, associated software,etc.). There are preferably numerous pieces or installations ofapplication equipment 17, although only one is shown in FIG. 1 to avoidover-complicating FIG. 1.

Program guide data may be transmitted by main facility 12 to applicationequipment 17 using any suitable approach. Data files may, for example,be encapsulated as objects and transmitted using a suitable Internetbased addressing scheme and protocol stack (e.g., a stack which uses theuser datagram protocol (UDP) and Internet protocol (IP)). Systems inwhich program guide data is transmitted from a main facility using suchprotocols are described, for example, in Gollahon et al. U.S. patentapplication Ser. No. 09/332,624, filed Jun. 11, 1999, which is herebyincorporated by reference herein in its entirety.

Main facility 12 may also provide videos for passive video products toapplication equipment 17. Videos for the passive video products may betransmitted in real-time by main facility 12 to application equipment 17for real-time distribution to the user television equipment of anynumber of users. Alternatively, main facility 12 may transmit orotherwise provide (e.g., on portable storage media) videos toapplication equipment 17 for storage. Portions of application equipment17 may later distribute the videos to user television equipment of anynumber of users in real-time. This approach may be referred to as a“store-and-forward” video distribution scheme. If desired, a combinationof the two approaches may be used. Systems in which videos are bothdistributed directly in real-time and stored-and-forwarded in real-timeare described, for example, in Kern et al. U.S. patent application Ser.No. 09/332,448, filed Jun. 11, 1999, which is hereby incorporated byreference herein in its entirety. The application of such an approach ina hybrid guide system is described, for example, in Knudson et al. U.S.patent application Ser. No. 09/357,941, filed Jul. 16, 1999, which ishereby incorporated by reference herein in its entirety.

Main facility 12 may distribute videos in real-time or forstore-and-forwarding by portions of application equipment 17 using anysuitable approach. As described, for example, in above-mentioned Kern etal. U.S. patent application Ser. No. 09/332,448, main facility 12 mayschedule videos for distribution according to a promotional philosophy.As taught therein, promotional philosophies are selection algorithmsthat attempt to maximize the effectiveness of promotions by selectingpromotions for distribution during times in which expected audienceswill view the promotions. An operator at main facility 12 may, forexample, generate one or more promotional philosophy templates that areused by main facility 12 to generate a national playlist of promotionalevents. The promotional philosophy templates and national playlist maybe provided to application equipment 17 as part of the program guidedata.

In approaches where alternative sources of videos are provided by mainfacility 12 to application equipment 17, such as in thestore-and-forward approach described in above-mentioned Kern et al. U.S.patent application Ser. No. 09/332,448, equipment at applicationequipment 17 may generate a local playlist of promotional eventsaccording to the promotional philosophy templates. If the promotionalevents scheduled by the national playlist are unavailable or undesirableto the application equipment 17, the local playlist may schedulealternative videos instead of the undesirable ones scheduled by thenational playlist. The application equipment 17 may generate programguide display screens with the nationally selected or alternative videosand program guide data according to the local playlist. The displayscreens are distributed to viewers for viewing on their televisions.

The videos supplied by main facility 12 may include promotional videossuch as short videos (i.e., videos less than three minutes in length),video trailers promoting a television program, or the like. The videosmay be supplied by video source 11. Video source 11 may be based, forexample, on a library of video clips stored on a video juke box (amultiple compact disc or digital video disc storage system) or any othersuitable combination of hardware and software for storing such videos.Videos may be provided in any suitable format. For example, videosignals may be provided in an analog signal format using the NationalTelevision Standards Committee (NTSC) signal format or in a digitalsignal format such as a Moving Picture Experts Group (MPEG) format.

If desired, data source 14 and video source 11 may be combined into asingle information source. This information source may provide programguide data, videos, or any suitable combination thereof. The dataprovided by such an information source may be used by applicationequipment 17 to provide a passive guide, an interactive guide, or both.The videos may be used for whole screen or partial screen displays.

Program guide or other application data and videos may be transmitted bytransmission system 24 to application equipment 17 via link 18.Transmission system 24 may include any equipment suitable for encodingthe program guide data and videos and providing the encoded data andvideos to transmitter 111. Transmitter 111 is preferably a digitalsatellite uplink transmitter, but may be any suitable analog, digital,radio frequency, optical, microwave, terrestrial, or other type oftransmitter. Transmission system 24 may encode the data as, for example,component object model (COM) objects that are transmitted using anInternet based addressing scheme and Internet based transport andnetwork protocols such as the user datagram protocol (UDP) and theInternet protocol (IP). Electronic program guide systems that transferUDP packets and COM objects using a UDP/IP protocol stack are describedin above-mentioned Gollahon et al. U.S. patent application Ser. No.09/332,624, filed Jun. 11, 1999.

An interactive television program guide or other interactive software(e.g., a web browser, operating system software, or any other suitablesoftware) is implemented on application equipment 17. Variousarchitectures for interactive television program guide systems andvarious interactive guide features are described, for example, inabove-mentioned Knudson et al. U.S. patent application Ser. No.09/357,941, filed Jul. 16, 1999. Five illustrative arrangements forapplication equipment 17 are shown in FIGS. 2 a-2 e. As shown in FIGS. 2a-2 d, application equipment 17 may include user television equipment 22and equipment located at distribution facility 16.

The interactive television program guide or other software may runtotally on user television equipment 22 as shown in FIGS. 2 a and 2 c,or may run partially on user television equipment 22 and partially ondistribution facility 16 using a suitable client-server or distributedprocessing approach as shown in FIGS. 2 b and 2 d.

As shown in FIGS. 2 a-2 e, distribution facility 16 may be any suitabledistribution facility (e.g., a cable system headend, a broadcastdistribution facility, a satellite distribution facility, or any othersuitable type of distribution facility). As illustrated in FIGS. 2 a-2d, distribution facility 16 may have reception system 23 for receivingvideos, data, or a suitable combination thereof from transmitter 111using receiver 27. Receiver 27 is preferably a digital satellitedownlink receiver, but may be any suitable analog, digital,radio-frequency, optical, microwave, terrestrial, or other type ofreceiver.

Distribution facility 16 may have screen generator 117 for generatingpassive video product display screens containing videos and data Screengenerator 117 may be implemented using any suitable hardware, software,or combination thereof. Screen generator 117, may be, for example, aWindows NT process running on a personal computer with a Pentium IImicroprocessor.

Screen generator 117 may use an object-oriented approach to generatevideo product display screens. The use of COM objects, for example, mayallow changes to be made to the format and functionality of some of thefeatures of system 10 without requiring changes to other systemcomponents.

Such an approach may allow one main facility 12 to provide and manage anumber of different passive guides and other video products from acentral location. Screen generators that may be used to create videoproduct display screens using an object-oriented approach are described,for example, in Kern et al. U.S. patent application Ser. No. 09/332,539,filed Jun. 11, 1999, which is hereby incorporated by reference herein inits entirety.

Distribution equipment 21 may distribute passive video product displayscreens on a dedicated channel and, if desired, television programmingon multiple analog or digital channels, to multiple users viacommunications paths 20. Distribution equipment 21 may include, forexample, a cable headend modulator, and any other or additionalequipment suitable for transmitting television programming and passiveguide display screens over communications paths 20. Alternatively,distribution equipment 21 may include suitable hardware and software fordelivering videos in real-time or substantially real-time via theInternet (e.g., using the M-bone). If desired, television programmingand video products may be provided over separate communications paths.

Distribution equipment 21 of FIGS. 2 a-2 d may also include suitablehardware for providing program guide or other application data to usertelevision equipment 22 over communications path 20. Distributionequipment 21 may include, for example, suitable transmission hardwarefor distributing program guide data on a television channel sideband, inthe vertical blanking interval of a television channel, using an in-banddigital signal, using an out-of-band digital signal, or by any othersuitable data transmission technique. The data may, for example, beprovided over a phone line when communications path 20 include separatepaths for data and television signals.

Communications path 20 may be any communications path or paths suitablefor distributing program guide or other application data. Communicationspath 20 may include, for example, a satellite link, a telephone networklink, a cable or fiber optic link, a microwave link, an Internet link, adata-over-cable service interface specification (DCCSIS) link, a digitalsubscriber line (DSL) link, a combination of such links, or any othersuitable communications link. Communications path 20 may allowdistribution facility 16 to distribute television programming to usertelevision equipment 22. There are typically multiple pieces of usertelevision equipment 22 and multiple associated communications paths 20,although only one piece of user television equipment 22 andcommunications path 20 are shown in FIGS. 2 a-2 d to avoid overcomplicating the figures. If desired, television programming may beprovided over separate communications paths (not shown).

FIG. 2 b shows an illustrative arrangement for application equipment 17in a client-server based or distributed interactive program guidesystem. The approach shown in FIG. 2 b may also be used to provide otherapplications. As shown in FIG. 2 b, distribution equipment 21 mayinclude application server 25. Application server 25 may be any suitablesoftware, hardware, or combination thereof for providing a client-serverbased program guide. Application server 25 may, for example, run asuitable database engine (e.g., SQL Server by Microsoft) and provideprogram guide data, passive guide characteristics, or any suitablecombination thereof, in response to queries generated by a program guideclient implemented on user television equipment 22. Alternatively,application server 25 may poll the program guide client and provide datawhen necessary. If desired, application server 25 may be located at mainfacility 12 or some other location (not shown).

A program guide or other application client running on user televisionequipment 22 may retrieve program guide data, passive guidecharacteristics, or any suitable combination thereof, from applicationserver 25 using any suitable client-server based approach. The programguide client may, for example, pass SQL requests as messages toapplication server 25. In another suitable approach, the program guideor other application may invoke remote procedures that reside onapplication server 25 using one or more remote procedure calls.Application server 25 may execute SQL statements for such invoked remoteprocedures. In still another suitable approach, client objects executedby the program guide may communicate with server objects executed byapplication server 25 using, for example, an object request broker(ORB). This may involve using, for example, Microsoft's DistributedComponent Object Model (DCOM) approach.

In another approach, program guide display pages may be generated atdistribution facility 16 using a graphics engine or video productionequipment. The display pages are then encoded into an MPEG or othersuitable digital format for distribution. The program guide displaypages may be decoded by a thin program guide client running on usertelevision equipment 22 to produce program guide display screens seen bythe user. Client-server based program guides of this type are described,for example, in Marshall et al. U.S. patent application Ser. No.09/330,501, filed Jun. 11, 1999, which is hereby incorporated byreference herein in its entirety.

The program guide or other application client may communicate withapplication server 25 over communications path 20 using any suitablenetwork and transport layer protocols, if desired. A protocol stack maybe used which includes, for example, Sequenced PacketExchange/Internetwork Packet Exchange (SPX/IPX) layers, TransmissionControl Protocol/Internet Protocol (TCP/IP) layers, AppleTalkTransaction Protocol/Datagram Delivery Protocol (ATP/DDP) layers, or anyother suitable network and transport layer protocols. If desired DOCSISmay also be used. A suitable client-server based approach may also beused for providing non-program guide software, if desired.

FIGS. 2 c and 2 d show illustrative Internet based systems for providingan interactive television program guide or other interactiveapplication. Distribution facility 16 may, for example, include Internetservice system 61. Internet service system 61 may use any suitablecombination of hardware and software capable of obtaining or providingprogram guide or other application data, passive guide characteristics,or any suitable combination thereof, for or to the guide using anInternet based approach (e.g., the HyperText Transfer Protocol (HTTP)).If desired, Internet service system 61 may be located at a facility thatis separate from distribution facility 16.

If the program guide or other application is implemented on usertelevision equipment 22 of application equipment 17 as shown in FIG. 2c, Internet service system 61 (or other suitable equipment at programguide distribution facility 16 that is connected to Internet servicesystem 61) may provide program guide or other application data, to usertelevision equipment 22 via the Internet, or via distribution equipment21 using any suitable Internet-based approach (e.g., using the HyperTextTransfer Protocol (HTTP) or File Transfer Protocol (FTP) over aTransmission Control Protocol/Internet Protocol (TCP/IP) type link). Ifthe program guide or other application implemented on applicationequipment 17 is a client-server application as shown in FIG. 2 d,application server 25 may obtain program guide or other application datafrom Internet service system 61. Alternatively, the data may be providedby main facility 12 to distribution facility 16 via the Internet andInternet service system 61. The program guide data may be distributed bydistribution equipment 21 to the guide using any suitable distributionscheme.

In still another embodiment, distribution equipment 21 may includesuitable hardware (not shown) on which a first portion or version of theinteractive television program guide or other software may beimplemented. A second portion or version of the program guide or othersoftware may be implemented on user television equipment 22. The twoversions or portions of the interactive program guide or other softwaremay communicate using any suitable peer-to-peer communications scheme(e.g., messaging, remote procedure calls, etc.) and perform interactiveprogram guide or other functions distributively between distributionfacility 16 and user television equipment 22.

Another suitable arrangement in which an on-line program guide or othersoftware may be implemented on application equipment 17 is shown in FIG.2 e. On-line program guide systems are described, for example, in Boyeret al. U.S. patent application Ser. No. 08/938,028, filed Sep. 18, 1997,which is hereby incorporated by reference herein in its entirety. Theuser may have personal computer (PC) 231 on which a program guide clientor web browser is implemented. Personal computer 231 may be connected toInternet service system 235 via Internet link 233. Internet servicesystem 235 may use any suitable combination of computer hardware andsoftware capable of providing an on-line program guide or other serverapplication or web site.

An illustrative arrangement for user television equipment 22 is shown inFIG. 3. As shown, user television equipment 22 may receive video signalsand data from distribution facility 16 or application server 25 at input26. During normal television viewing, a viewer may tune set-top box 28to a desired television channel. The signal for that television channelmay then be provided at video output 30. The signal supplied at output30 may be a radio-frequency (RF) signal on a predefined channel (e.g.,channel 3 or 4), an analog demodulated video signal, a digital signalprovided to television 36 on an appropriate digital bus (e.g., a bususing the Institute of Electrical and Electronics Engineers (IEEE) 1394standard, (not shown)), or any other suitable output. The video signalat output 30 is received by optional secondary storage device 32.

The interactive television program guide or other software may run onset-top box 28, on television 36 (if television 36 has suitableprocessing circuitry and memory), on a suitable analog or digitalreceiver connected to television 36, or on digital storage device 31 ifdigital storage device 31 has suitable processing circuitry and memory.The interactive television program guide or other software may also runcooperatively on a suitable combination of these devices. Interactivetelevision application systems in which a cooperative interactivetelevision program guide application runs on multiple devices aredescribed, for example, in Ellis U.S. patent application Ser. No.09/186,598, filed Nov. 5, 1998, which is hereby incorporated byreference herein in its entirety.

Secondary storage device 32 can be any suitable type of analog ordigital program storage device or player (e.g., a videocassetterecorder, a digital versatile disc (DVD) player, etc.). Programrecording and other features may be controlled by set-top box 28 usingcontrol path 34. If secondary storage device 32 is a videocassetterecorder, for example, a typical control path 34 involves the use of aninfrared transmitter coupled to an infrared receiver in thevideocassette recorder that normally accepts commands from a remotecontrol such as remote control 40. Remote control 40 may be used tocontrol set-top box 28, secondary storage device 32, and television 36.

If desired, a user may record programs, program guide data, passiveguide videos, or a combination thereof in digital form on optionaldigital storage device 31. Digital storage device 31 may be a writeableoptical storage device (such as a DVD player capable of handlingrecordable DVD discs), a magnetic storage device (such as a disk driveor digital tape), or any other digital storage device. Interactivetelevision program guide systems that have digital storage devices aredescribed, for example, in Hassell et al. U.S. patent application Ser.No. 09/157,256, filed Sep. 17, 1998, which is hereby incorporated byreference herein in its entirety.

Digital storage device 31 can be contained in set-top box 28 or it canbe an external device connected to set-top box 28 via an output port andappropriate interface. Digital storage device 31 may, for example, becontained in a local media server. If necessary, processing circuitry inset-top box 28 formats the received video, audio and data signals into adigital file format. Preferably, the file format is an open file formatsuch as the Moving Picture Experts Group (MPEG) MPEG-2 standard or theMoving Joint Photographic Experts Group (MJPEG) standard. The resultingdata is streamed to digital storage device 31 via an appropriate bus(e.g., a bus using the Institute Electrical and Electronics Engineers(IEEE) 1394 standard), and is stored on digital storage device 31. Inanother suitable approach, an MPEG-2 data stream or series of files maybe received from distribution equipment 21 (FIGS. 2 a-2 d) and stored.

Television 36 receives video signals from secondary storage device 32via communications path 38. The video signals on communications path 38may be generated by secondary storage device 32 when playing back aprerecorded storage medium (e.g., a videocassette or a recordabledigital video disc), may be generated by digital storage device 31 whenplaying back a pre-recorded digital medium, may be passed through fromset-top box 28, may be provided directly to television 36 from set-topbox 28 if secondary storage device 32 is not included in user televisionequipment 22, or may be received directly by television from input 26when, for example, set-top box 28 is not included in user televisionequipment 22. During normal television viewing, the video signalsprovided to television 36 correspond to a desired channel to which aviewer has tuned set-top box 28.

Set-top box 28 may have memory 44. Memory 44 may be any memory or otherstorage device, such as a random access memory (RAM), read only memory(ROM), flash memory, a hard disk drive, a combination of such devices,etc., that is suitable for storing instructions, data, or a suitablecombination thereof for use by the program guide or other application.

In client-server based approaches, set-top box 28 may havecommunications device 37 for communicating directly with applicationserver 25 (FIG. 2 d) or Internet service system 61 (FIG. 2 d) overcommunications path 20 (FIG. 2 d). Communications device 37 may be amodem (e.g., any suitable analog or digital standard, cellular, or cablemodem), network interface card (e.g., an Ethernet card, Token ring card,etc.), or other suitable communications device. Television 36 may alsohave such a suitable communications device if desired.

In an alternative approach, user television equipment 22 (FIG. 2 d) maycommunicate with Internet service system 61 (FIG. 2 d) via distributionequipment (FIG. 2 d) using our comments path 20 or another suitablecommunication path.

A more generalized embodiment of user television equipment 22 of FIG. 3is shown in FIG. 4. As shown in FIG. 4, program guide data fromdistribution facility 16 is received by control circuitry 42 of usertelevision equipment 22. The functions of control circuitry 42 may beprovided in set-top box 28. Alternatively, these functions may beintegrated into an advanced television receiver, personal computertelevision (PC/TV), personal computer 231 or any other suitablearrangement. If desired, a combination of such arrangements may be used.

User television equipment 22 may also have secondary storage device 47and digital storage device 49 for recording programming. Secondarystorage device 47 may be any suitable type of analog or digital programstorage device (e.g., a videocassette recorder, a digital versatile disc(DVD), etc.). Program recording and other features may be controlled bycontrol circuitry 42. Digital storage device 49 may be, for example, awriteable optical storage device (such as a DVD player capable ofhandling recordable DVD discs), a magnetic storage device (such as adisk drive or digital tape), or any other digital storage device.

User television equipment 22 may also have memory 63. Memory 63 may beany memory or other storage device, such as a random access memory(RAM), read only memory (ROM), flash memory, a hard disk drive, acombination of such devices, etc., that is suitable for storinginstructions, data, or a suitable combination thereof for use by controlcircuitry 42.

User television equipment 22 may also have communications device 51 forcommunicating with distribution equipment 21 (FIG. 2 a), applicationserver 25 (FIG. 2 b), or Internet service system 61 (FIGS. 2 c-2 d) viacommunications path 20. Communications device 51 may be a modem (e.g.,any suitable analog or digital standard, cellular, or cable modem),network interface card (e.g., an Ethernet card, Token ring card, etc.),or other suitable communications device.

A user may control the operation of user television equipment 22 withuser input device 46. User input device 46 may be a pointing device,wireless remote control, keyboard, touch-pad, voice recognition system,or any other suitable user input device. To watch television, a user mayinstruct control circuitry 42 to display a desired television channel ondisplay device 45. Display device 45 may be any suitable television,monitor, or other suitable display device. To access the functions ofthe program guide or other software, a user may instruct the programguide or other software implemented on application equipment 17 togenerate a main menu or other desired display screen for display ondisplay device 45.

For purposes of clarity, and not by way of limitation, suitable displaysfor an interactive program guide are now described herein below. Thesedisplays and their approaches for providing advertisements andmerchandising opportunities are only illustrative and similar displays,display elements, and approaches may be used for other applications. Forexample, panel advertisements and other display elements may beincorporated into other applications.

Turning first to FIG. 5, a main menu screen 100 is shown. Main menuscreen 100 may be accessed by pressing a “guide” key on remote control40. As illustrated, screen 100 may include menu 102 of selectableprogram guide features 106. If desired, program guide features 106 maybe organized according to feature type. In menu 102, for example,program guide features 106 have been organized into three columns. Theinteractive television program guide may generate a display screen for aparticular program guide feature when a user selects that feature frommenu 102 with, for example, highlight region 120.

Main menu screen 100 may include one or more selectable advertisements108. Selectable advertisements 108 may, for example, include text andgraphics advertising pay-per-view programs or other programs, channels,or products. When a user selects a selectable advertisement 108 with,for example, highlight region 120, the program guide may displayinformation (e.g., pay-per-view information) or take other actionsrelated to the content of the advertisement. Pure text advertisementsmay be presented, if desired, as illustrated by selectable advertisementbanner 110.

Main menu screen 100 may also include other screen elements. The brandof the program guide product may be indicated, for example, using aproduct brand logo graphic such as product brand logo graphic 112. Theidentity of the television service provider may be presented, forexample, using a service provider logo graphic such as service providerlogo graphic 114. The logos may be included in the program guide dataallowing for on-the-fly configurability of the display screens. Videowindow 501 may include video from a currently tuned channel.

The user may access a passive video product from an interactive guide orother software. If desired, the interactive guide or other software mayinclude one or more branded screen elements, such as illustrativebranded menu feature 505, to provide the user with an opportunity toaccess a passive video product. In this example, the user is providedwith an opportunity to access the TV Guide Channel, a passive guide,directly from menu 102. In response to the user selecting brandedfeature 505, the interactive guide or other software may tune the user'sequipment (e.g., television 36 or personal computer 231) to the channelon which the passive guide is carried.

FIG. 6 shows an illustrative passive guide display screen 601. Displayscreen 601 includes a half-screen video display area 607, a half-screenlistings area 603, and separator bar 605. Separator bar 605 may displaythe current time and indicate the time slots for which listings aredisplayed. The program listings may scroll continuously or pageperiodically to display program listings for additional channels.Program listings may be displayed in sub-sets according to one or moreorganization criteria and sorted in various ways.

Passive guide display screen 601 is only illustrative of one suitablepassive video product. Passive video product display screens may includeany suitable combination of videos, listings, text, graphics and othercontent. For example, passive video products may include anear-full-screen video of a promoted program, plus a small text areawith ordering details for the promoted program (e.g., a barker channel).Alternatively, they may include a quarter-screen video, accompanied byquarter screen text with ordering or viewing instructions, and ahalf-screen of scrolling program listings. These examples are merelyillustrative, and other passive video product approaches may be used.

If desired, program listings area 603 may be replaced or overlaid withinteractive program listings to provide the user with a hybridpassive/interactive television program guide. The hybrid guide may begenerated by the interactive guide using any suitable technique tooverlay program listings display areas, text display areas, graphicdisplay areas, video display areas, or interactive feature areas ontothe passive guide display screen, or to otherwise replace passive guidecontent. Interactive feature areas may include any suitable interactiveprogram guide feature and may replace or supplement a passive feature ofthe passive guide. The interactive guide may also generate the hybridguide immediately when a user tunes to the passive guide channel. Hybridpassive/interactive television program guides are described, forexample, in Reynolds et al. U.S. patent application Ser. No. 09/400,391,filed Sep. 21, 1999, which is hereby incorporated by reference herein inits entirety. An illustrative hybrid passive/interactive program guideis shown in FIG. 7.

The interactive guide may, for example, overlay a passive listingsdisplay area (e.g., program listings area 603 of FIG. 6) with aninteractive listings area in response to a user indicating a desire toselect a program listing by, for example, pressing an arrow key onremote control 40. The interactive guide may determine the first programlisting displayed and may display the interactive listings starting withthat first program listing. The interactive guide may determine thecurrent time slot and channel that are being displayed by the passiveguide based, for example, on passive guide characteristics (e.g.,currently displayed screen components, size and location of screencomponents, current listings, etc.). Systems in which passive guidecharacteristics are used to synchronize passive and interactive programlistings are described, for example, in above-mentioned Reynolds et al.U.S. patent application Ser. No. 09/400,391, filed Sep. 21, 1999. Instill another suitable approach, the interactive guide may determine thetype of listings displayed (e.g., whether they are movie listings, spotslistings, etc.), and display interactive listings for the same type.

The interactive guide may indicate to a user that a hybrid guide isactive by, for example, displaying a highlight region. FIG. 7 shows anillustrative hybrid guide having interactive grid 701 and highlightregion 151. The operation of grid 701 may be similar to full-screentelevision listings displays as described, for example, inabove-mentioned Knudsen et al. U.S. patent application Ser. No.09/357,941, filed Jul. 16, 1999. The user may position highlight region151 by entering appropriate commands with user input device 46. Forexample, if user input device 46 has a keypad, the user can positionhighlight region 151 using “up,” “down,” “left,” and “right” using, forexample, cursor keys on user input device 46. Alternatively, a touchsensitive screen, trackball, voice commands, or other suitable devicemay be used to move highlight region 151 or to select program listingswithout the use of highlight region 151. In still another approach, theuser may speak the title of a television program listing into a voicerequest recognition system which will issue an appropriate command orrequest to the interactive guide. Any other suitable approach may alsobe used. In response to the user positioning highlight region 151, theguide may display interactive listings for additional channels (e.g.,when the user positions highlight region 151 up or down), or foradditional time slots (e.g., when the user positions highlight region151 left or right)

The user may indicate a desire to access additional information for aprogram by, for example, pressing an info key on remote control 40. Inresponse, the interactive guide may display an additional informationscreen for the currently highlighted program listing. FIG. 8 showsillustrative information screen 801. Information screen 801 may include,for example, an area 805 that displays the title, channel, rating, andair time of the program. Information screen 801 may also include otherinformation, such as a description of the program, in window 803. Videowindow 811 may display the currently tuned channel. When the useraccesses information screen 801 from a hybrid guide or from the passivevideo product, video window 811 may display the passive video product.Information screen 801 may also provide selectable features 807 forproviding users with access to other interactive guide features.Interactive program guide systems in which additional informationscreens provide users with access to interactive guide features aredescribed, for example, in Rudnick et al. U.S. patent application Ser.No. 09/356,268, filed Jul. 16, 1999, which is hereby incorporated byreference herein in its entirety.

The system may integrate program sponsorship and interactive advertisingbetween conventional programming or one or more video products andinteractive software such as an interactive television program guide.The interactive television program guide or other software may include,for example, one or more graphic advertisements, such as selectablegraphics 108 (FIG. 5). Selectable graphics 108 may promote any suitableproduct or service. When a promotion is aired on the passive videoproduct or within other programming, the interactive guide or othersoftware may display an interactive advertisement indicating thepromotion and, if applicable, its sponsor. In response to the userselecting the interactive advertisement, the interactive guide may tunethe user's equipment to the passive video product or other channel.

The interactive guide may be programmed to display a linked interactiveadvertisement using any suitable approach. For example, the programguide data may include a schedule (i.e., a timing synch) that indicatesto the interactive guide scheduled times for linked interactiveadvertisements. In another suitable approach, a passive video productmay include, for example, a flag in its header (e.g., in its verticalblanking interval (VBI)) that alerts the interactive guide (or otherhardware or software running in the user's equipment) to find andretrieve interactive content for a particular advertiser. If desired,this communications-based synchronization approach may be combined withthe aforementioned timing-based synchronization approach. For example,interactive graphics may be downloaded to an interactive guide at thesame time (or substantially the same time) that the promotions areprovided to distribution facilities within the system. Such an approachmay provide the system provider or some other interested entity with anopportunity to collect advertisement revenues for time blocks acrossmultiple platforms. For example, time blocks may be sold for time on twoproducts—a passive video product and an interactive program guide.

In one suitable approach, the interactive guide may be provided withplaylists that schedule the passive guide promotions, and with passiveguide characteristics. Passive guide characteristics include informationthat indicates what content is displayed by the passive video product,as well as how the content is being displayed. Systems in whichplaylists and passive video product characteristics are provided to aninteractive guide to integrate passive video product and interactiveguide content and functionality are described, for example, inabove-mentioned Reynolds et al. U.S. patent application Ser. No.09/400,391, filed Sep. 21, 1999.

Screen generator 117 (FIGS. 2 a-2 d) may track passive guidecharacteristics such as the currently displayed screen components of thepassive video product display screen (e.g., videos, program listingsgrid, etc.), the size and location of the components, the listings thatare being displayed, the period with which listings are paged or thespeed with which listings are scrolled, which program segment iscurrently active in the video portion of the passive video product, thecontent of the videos (e.g., programs or products that are promoted by avideo), the channel and call letters of the passive video product, asource identifier or other identifier of the passive video product, orany other suitable information. If desired, local or national playlistsmay also be provided to the interactive guide as part of the passivevideo product characteristics. The passive video product characteristicsmay be provided to distribution equipment 21 or application server 25for use by the interactive television program guide. The passive videoproduct characteristics may be provided to the guide or a guide clientperiodically, continuously, on-demand, or with any other suitablefrequency based on the system architecture underlying the guide.

Comparing FIGS. 9 a-9 d illustrates how combining program sponsorshipand interactive advertising between a passive guide and an interactivetelevision program guide may be performed. In FIG. 9 a, selectableadvertisement graphic 108 of main menu screen 100 includes anadvertisement for Faith Hill on Insider. The segment is sponsored byMiller Lite. This graphic is displayed in the interactive guide when thepassive guide provides the sponsored segment. In response to the userselecting advertisement graphic 108, the interactive guide may tune theuser's television or personal computer to the passive guide channel,where the sponsor identifier may appear on the video (FIG. 9 b). In thisexample, the identifier may appear at the beginning of the segment. Thesegment may then air (FIG. 9 c), and be followed by or interrupted by anadvertisement for the sponsor (FIG. 9 d). This approach may allow theprovider of the interactive software (e.g., the interactive guide) andthe passive video product (e.g., the passive guide) to sell time-blocksacross multiple platforms. If desired, selectable advertisement graphic108 may be provided by non-program guide software (e.g., a web browser,computer operating system, etc.).

Conventional television programming or passive video product promotionsmay be combined with interactive impulse-purchase features. Thepurchasing features may be provided by an interactive guide or bynon-program guide software. For example, a passive video product segmentor promotion (or a conventional television program) may promote orotherwise include information about particular products or services.When interactive content is available for the product or service, theinteractive guide may overlay an alert icon onto the video signal toalert the user that interactive content is available. The interactiveguide or other software may determine that there is related interactivecontent using any suitable approach. The programming may, for example,include a suitable header in its vertical blanking interval (VBI).Alternatively, the interactive software may be provided withcharacteristics of the programming and, if applicable, a playlist forthe channel. Any other suitable approach may be used.

When the user selects such an icon, an interactive guide or othersoftware may display a point-of-purchase window in which purchaseinformation for the product or service is displayed. When the usercompletes the purchase, the guide or other software may return tofull-screen display of the passive video product or conventionalprogram. Alternatively, the user may be provided with an opportunity toorder other merchandise from, for example, a TV Guide Store.

Comparing FIGS. 10 a-10 f illustrates how conventional televisionprogramming or passive video product promotions may be combined withinteractive impulse-purchase features. As shown in FIGS. 10 a and 10 b,a passive video product channel includes a TV Music News segment. Atsome point in the segment, interactive content related to the content ofthe segment may be available. In this example, there may be interactivecontent available for 'N Sync (FIG. 10 c). The interactive software maydisplay an icon, such as alert icon 1000. In response to the userselecting alert icon 1000, the interactive software may display aninteractive window. In this example, the additional information may beavailable merchandise (the Star Profile CD), and a point-of-purchasewindow 1010 may be displayed (FIG. 10 d). If desired, the passiveprogramming may be resized (as shown), and additional advertisements orother graphics may be displayed.

The user may return to full-screen video if the user does not want toorder the original product or any additional products. If the userindicates a desire to order the product by, for example, selecting“Yes”, the interactive software may prompt the user to add the productto a shopping cart (e.g., by selecting “No” in FIG. 10 e). If desired, asuitable one-click ordering approach may be used. If the user wants toorder additional products (e.g., by selecting “Yes” in FIG. 10 e), theinteractive software may provide the user with access to a virtualstore. The store may be provided via the Internet, a private network,programmed into the interactive software, or provided using any othersuitable approach. FIG. 10 f shows an illustrative virtual store displayscreen 1030. The store may display related items for sale (e.g., otherCDs by 'N Sync, other CDs by similar artists, other CDs, for the samerecord label, etc.) that the user may select and purchase. The store mayalso provide options that the user may select to view other availableproducts.

The system may combine advertiser sponsorship with interactiveimpulse-purchase fulfillment. When a passive video product feature orsegment is sponsored by a particular sponsor, the system may overlay anicon that alerts the user to additional information concerning, forexample, the subject of the feature or segment. In response to a userselecting the icon, the system may display interactive content such as,for example, a point-of-purchase window. The products or servicesoffered in the point-of-purchase window may be from the sponsor of thesegment or feature, from a featured source, or from some other source.

Comparing FIGS. 11 a-11 c illustrates how advertiser sponsorship may becombined with interactive impulse-purchase fulfillment. A passive videoproduct segment may be sponsored, for example, by DiGiorno and featurean interview with Papa John's Pizza (FIG. 11 a). If interactive contentis available for the segment, interactive software may display an alerticon 1100 (FIG. 11 b). In response to a user selecting alert icon 1100,the interactive software may display the interactive content. In thisexample, the interactive content may be a recipe for Papa John's Pizza(FIG. 11 c). Point-of-purchase window 1120 may be displayed to allow theuser to order products associated with the interactive content, in thisexample, ingredients for the recipe. Window 1120 may include anadvertisement for the provider of the ingredients, in this example,Peapod Grocery Delivery Service. This approach may provide for athree-way sale of advertisements. DiGiorno, Papa John's, and Pea Pod mayeach advertise in connection with impulse-purchase fulfillment.Moreover, as in this example, the advertisers may be selected to becomplimentary to one another and may interact synergistically, therebyenhancing the advertising value of the individual advertisements.

If desired, integrating conventional television advertising orsponsorship, interactive advertising, and impulse-purchase fulfillmentmay be performed using Intent-based technologies. Conventionaltelevision programing and passive video products may be augmented orotherwise coordinated with an interactive guide or other software usingmarkup language documents, such as Hypertext Markup Language (HTML)documents. Systems in which passive video products and interactive guidecontent and functionality are augmented and coordinated usingIntent-delivered data are described, for example, in Allison et al. U.S.patent application Ser. No. 09/368,825, filed Aug. 5, 1999, which ishereby incorporated by reference herein in its entirety.

FIGS. 12-15 are flowcharts of illustrative steps involved in providingfeatures of one embodiment of the present invention. In practice, thesteps shown in FIGS. 12-15 may be performed in any suitable order, somemay be deleted, and others added. Some of the steps shown in FIGS. 12-15involve providing users with opportunities to interact with the system,performing various processes, or providing various displays. These andother steps may be performed by, for example, a client application thatis programmed to generate or download screens suitable to provide suchopportunities, an Internet browser that downloads suitable pages toprovide such opportunities, peer applications, or using any othersuitable approach. In non-on-line arrangements, processing for theseoperations may be performed by a client, a server, or distributed amongpeer applications, depending on the chosen system implementation and theprocessing requirements of such operations. In on-line arrangements,such processing may be performed by user television equipment 22,personal computer 231, or Internet service systems 61 and 235, dependingon, for example, the processing and storage capabilities of usertelevision equipment 22 or personal computer 231, the chosenimplementation for the interactive applications, the processingrequirements of such operations, or other factors. For purpose ofclarity, the following discussion will describe the steps shown in FIGS.12-15 as being performed by “the system,” which is intended to includeany suitable system, such as, for example, any non-on-line or on-linearrangement suitable for performing the steps.

FIG. 12 is a flowchart of illustrative steps involved in providingselectable options within interactive applications that allow users toaccess passive video products (e.g., a barker channel, passive guide, orother passive video product). At step 1200, the system may provide aninteractive menu of options such as, for example, an interactive programguide, home shopping, or other menu. The interactive menu may include aselectable option for the passive video product (step 1210). The optionmay be branded to indicate the name or source of the passive videoproduct (e.g., branded “The TV Guide Channel” as shown in FIG. 5).

At step 1220, the system may provide the passive video product to a userin response to the user selecting the option. Providing the passivevideo product may be accomplished using any suitable approach. Forexample, the system may tune the user's television equipment to adigital or analog television channel carrying the passive video product.In another suitable approach, for example, the system may access anInternet site that provides a real-time passive video product (i.e., apassive product that is not provided on-demand, as opposed to othertypes of content on the Internet).

At step 1230, the system may provide interactive content with thepassive video product. The system may, for example, provide an alerticon. In response to the user selecting the alert icon or otherwiseindicating a desire to access interactive content, the system mayprovide the user with a merchandising opportunity to, for example,purchase products related to what is showing in the passive videoproduct (step 1240). In another approach, the system may provideadditional information for the passive video product such as, forexample, descriptions, reviews, or any other suitable information (step1250). The interactive content provided at step 1230 may include, forexample, interactive television program listings. In one suitableapproach, the system may overlay interactive program listings over apassive program guide to provide a hybrid guide. The system may provideadditional information for a selected listing (step 1250).

FIG. 13 is an illustrative flowchart of steps involved in providingadvertisements for passive 25 programming from interactive applications.At step 1300, the system may retrieve advertisements for passiveprogramming. The passive programming may be any suitable passiveprogramming such as, for example, television programs, pay-per-viewprograms, commercials, segments within passive video products, or anyother suitable passive programming. The advertisements may include anysuitable content such as, for example, text, graphics, audio, video,animations, other suitable content, or any suitable content thereof. Theadvertisements may be branded—i.e., they may include brands or logos forsponsors. For example, the advertisement for the Insider segment, asshown in FIG. 9 a, is branded by Miller Lite. The system may retrieveadvertisements using any suitable approach. For example, the system mayretrieve advertisements according to a schedule (step 1310), accordingto a real-time flag (step 1320), using a combination of theseapproaches, or any other suitable approach, from local memory or from aremote server.

At step 1330, the system provides retrieved advertisements within aninteractive application. The interactive application may be any suitableinteractive application such as, for example, an interactive programguide, a home shopping application, operating system software, a webbrowser, or any other suitable interactive application. Theadvertisement may be provided as, for example, a panel advertisement, abanner advertisement, a full-screen advertisement, or using any othersuitable format. The system provides the advertised passive programmingat step 1340. Providing the advertised passive programming may beaccomplished using any suitable approach. For example, the system maytune the user's television equipment to a television channel carryingthe passive programming. In another suitable approach, for example, thesystem may access an Internet site that provides the passive programmingin real time.

FIG. 14 is a flowchart of illustrative steps involved in providingadvertisements for advertisers during passive programming and fromwithin interactive applications. At step 1400, the system may allocateadvertisement time for an advertiser on at least one interactive product(e.g., interactive television program guide, operating system, webbrowser, home banking application, or other suitable interactiveapplication) and at least one passive program (e.g., television program,pay-per-view program, movie, passive guide channel or barker channelsegment, or other suitable programming). At step 1410, the system mayprovide an advertisement for the advertiser simultaneously on theinteractive product and during the passive program. This may allow thesystem provider to sell advertisers advertisement time across multipleplatforms or products. The advertiser may brand the program and theadvertisement within the interactive application.

At step 1420, the system may provide the user with an opportunity toselect the advertisement in the interactive product. At step 1430, thesystem provides the advertised passive program in response to the userselecting the advertisement in the interactive application. The systemmay provide the advertised passive program using any suitable approach.For example, the system may tune the user's television equipment to atelevision channel carrying the passive programming. In another suitableapproach, for example, the system may access an Internet site thatprovides the passive programming in real time.

FIG. 15 is a flowchart of illustrative steps involved in providingadvertisements for advertisers within interactive applications based onbranded passive programming. The steps shown in FIG. 15 provide foradvertisements within interactive applications based on the branding ofpassive programming. At step 1500, the system may retrieveadvertisements. The advertisements may include any suitable content suchas, for example, text, graphics, audio, video, animations, othersuitable content, or any suitable combination thereof. Theadvertisements may be retrieved using any suitable approach. Forexample, the system may retrieve advertisements according to a schedule(step 1510), according to a real-time flag (step 1520), using acombination of these approaches, or any other suitable approach, fromlocal memory or a remote server.

At step 1530, the system may provide passive programming branded with anadvertiser's brand. The programming may be branded by the source of theprogramming, main facility 12, distribution facility 16, Internetservice system 235, or at any other suitable facility. At step 1540, thesystem may provide a user with an opportunity to access interactiveinformation provided from an interactive application such as, forexample, an interactive television program guide, a web browser, anoperating system, a home shopping application, or other suitableinteractive application. The system may, for example, provide aselectable or non-selectable icon that indicates the availability ofinteractive information associated with the programming. In addition tothe interactive information, the interactive application may provide anadvertisement for the advertiser associated with the brand on thebranded passive programming (step 1550).

Thus, systems and methods for coordinating interactive and passiveadvertisements and merchandising opportunities are provided. One skilledin the art will appreciate that the present invention can be practicedby other than the described embodiments, which are presented forpurposes of illustration and not of limitation, and the presentinvention is limited only by the claims which follow.

1. (canceled)
 2. A system for coordinating sponsorship and videoprogramming, comprising: a display device; a user input deviceconfigured to receive a user input; a processor, configured tocommunicate with the display device and the user input device to:display a video segment, wherein the video segment is sponsored by anon-broadcaster advertiser and the video segment does not include anadvertisement for the advertiser; receive a user input; and in responseto receiving the user input, receive an advertiser identifier, anddisplay the video segment simultaneously with the advertiser identifier.3. The system of claim 2, wherein the processor is further configured todisplay a selectable notice of the video segment.
 4. The system of claim3, wherein the user input is a user selection of the selectable notice.5. The system of claim 3, wherein the selectable notice includes asecond advertiser identifier.
 6. The system of claim 3, wherein theselectable notice is displayed by an interactive program guideapplication executed by the processor.
 7. The system of claim 2, furthercomprising a local memory, wherein the processor is coupled to thememory and wherein the advertiser identifier is displayed according to atime-based schedule stored in the memory.
 8. The system of claim 2,wherein the processor is configured to communicate with a remote serverand wherein the advertiser identifier is displayed according to areal-time flag in a signal transmitted from the remote server andreceived by the processor.
 9. The system of claim 2, wherein theprocessor is configured to communicate with a memory, and furtherconfigured to: retrieve the advertiser identifier from the memory; andintegrate the advertiser identifier with the video segment to displaythe video segment simultaneously with the advertiser identifier.
 10. Asystem for coordinating sponsorship and video programming, comprising: adisplay device; a user input device configured to receive a user input;a processor, configured to communicate with the display device and theuser input device to: display a first graphic identifier of anon-broadcaster advertiser, wherein the advertiser sponsors a videosegment; receive a user input; and in response to receiving the userinput, receive a second graphic identifier of the advertiser, displaythe video segment simultaneously with the second graphic identifier. 11.The system of claim 10, wherein the first graphic identifier isdisplayed in an advertisement for the video segment.
 12. The system ofclaim 11, wherein the user input is a user selection of theadvertisement.
 13. The system of claim 10, wherein the first graphicidentifier is displayed by an interactive program guide applicationexecuted by the processor.
 14. The system of claim 10, furthercomprising a local memory, wherein the processor is coupled to thememory and wherein the first graphic identifier is displayed accordingto a time-based schedule stored in the memory.
 15. The system of claim10, wherein the processor is configured to communicate with a remoteserver and wherein the first graphic identifier is displayed accordingto a real-time flag in a signal transmitted from the remote server andreceived by the processor.
 16. The system of claim 10, wherein theprocessor is configured to communicate with a memory, and furtherconfigured to: retrieve the second graphic identifier from the memory;and integrate the second graphic identifier with the video segment todisplay the video segment simultaneously with the second graphicidentifier.
 17. A method for coordinating sponsorship and videoprogramming, comprising: displaying, on a display device, a videosegment, wherein the video segment is sponsored by an advertiser and thevideo segment does not include an advertisement for the advertiser;receiving a user input from a user input device; and in response toreceiving the user input, receiving an advertiser identifier, anddisplaying, on the display device, the video segment simultaneously withthe advertiser identifier.
 18. The method of claim 17, furthercomprising displaying a selectable notice of the video segment.
 19. Themethod of claim 18, wherein the user input is a selection of theselectable notice.
 20. The method of claim 18, wherein the selectablenotice is displayed by an interactive program guide application executedby the processor.
 21. The method of claim 17, further comprising:retrieving the advertiser identifier from a memory; and integrating theadvertiser identifier with the video segment to display the videosegment simultaneously with the advertiser identifier.